Nissan Revives NFTs in Japan with Web3 Loyalty Program

Nissan has launched a new Web3 loyalty initiative in Japan, reviving interest in non-fungible tokens (NFTs) despite a global decline in their popularity. This program, called Nissan Passport Beta, leverages Japan's cultural affinity for visual storytelling and established reward practices to engage consumers.

Key Takeaways

• Nissan introduces a Web3 loyalty program called Nissan Passport Beta.

• The program features a limited NFT lottery with 5,523 membership NFTs.

• NFTs are categorized into four types: futuristic cars, performance cars, classic cars, and ‘smart life.’

• Participants can earn exclusive rewards and engage with the community through Discord.

• The initiative contrasts with Nike's scaling back of its NFT efforts and Adidas' expansion in the Web3 space.

Nissan Passport Beta Launches NFT Lottery

Nissan's Web3 initiative begins with a limited NFT lottery running until January 14. The program will distribute 5,523 membership NFTs, categorized into four distinct types:

1. Futuristic Cars

2. Performance Cars

3. Classic Cars

4. Smart Life (for those prioritizing comfort)

The allocation of NFTs will occur randomly, adding an element of chance for participants. While the NFTs feature visually appealing car-themed images, the program extends beyond digital art. Participants will gain access to exclusive rewards and community engagement opportunities.

Exclusive Rewards and Community Engagement

Members of the Nissan Passport Beta can join Nissan’s Discord community and earn badges by completing specific activities, such as:

• Posting car-related pictures on social media

• Providing feedback on the loyalty program

The rewards structure includes tangible benefits designed to appeal to car enthusiasts, such as:

• Test-driving vehicles on specialized tracks

• Gaining access to limited-edition Nissan cars

Nissan's approach highlights a balance between leveraging the visual nature of NFTs and delivering value through real-world experiences.

Contrasting Web3 Strategies: Nike and Adidas

While Nissan is launching a fresh Web3 initiative, Nike has decided to scale back its involvement by shutting down RTFKT Studios, the creative NFT brand it acquired in 2021. This move signals a transformation of RTFKT into a “cultural artifact.” Despite this, Nike's broader Web3 presence remains intact with its platform, .SWOOSH, continuing to operate.

In contrast, Adidas is expanding its Web3 initiatives. Recently, the company announced a partnership with STEPN, a Web3 fitness app that rewards users with tokens for physical activities. This collaboration involves the release of 1,200 co-branded physical running shoes, with two-thirds raffled to holders of Adidas’ genesis NFTs.

The Future of Web3 Loyalty Programs

Nissan’s decision to explore NFTs and Web3 loyalty programs reflects how brands are adapting blockchain technology to enhance customer engagement. The Japanese automaker’s strategy leverages cultural trends and established reward practices to create a program that appeals to both car enthusiasts and digital consumers.

The contrasting moves by Nike and Adidas highlight varying strategies within the Web3 space. While Nike focuses on refining its approach, Adidas continues to push forward with collaborative NFT ventures that combine digital assets with tangible rewards.

Nissan’s initiative, along with Adidas’ ongoing efforts, signals a broader trend of integrating Web3 technologies into real-world experiences. For Japanese consumers, the combination of cultural familiarity and practical incentives positions NFTs as a relevant and valuable tool, even as their popularity declines in other regions. Brands experimenting with such models could find innovative ways to engage audiences and bridge the gap between digital assets and physical rewards.

Sources

• Nissan’s Web3 Loyalty Program Revives NFTs in Japan, CoinTrust.